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Managing Customer Relationships - MKTG814

The increasingly globalised and competitive market environment together with technological disruption has led to a shift of market power from organisations to customers. Maintaining profit and market share in this environment has necessitated organisations adopting customer intimacy strategies, placing greater emphasis on customer satisfaction, loyalty, and retention. Consequently, the development and maintenance of long-term relationships with customers has become a prime objective of the organisation. To assist in achieving this objective, organisations have applied Customer Relationship Management (CRM) systems with varying degrees of success.

This unit will develop students’ knowledge of customer intimacy strategy options and overall CRM systems. Students will learn the principles that underpin CRM and the application of CRM systems to enhance customer relationships. The unit will also develop students’ knowledge of the role of technology and the digital environment in CRM. Students will also learn how potential implementation problems can be overcome when firms employ CRM systems.

Credit Points: 4
When Offered:

S1 Day - Session 1, North Ryde, Day

Staff Contact(s): Dr Con Korkofingas

BUS651 or MKTG696 or BUS827 Prerequisite Information


Unit Designation(s):


Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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